Operational Irregularities and Customer Satisfaction. A Case Study of Swiss International Air Lines graduate Alice Canterino supervisor Brian Rüeger, lic. oec.
This Master’s thesis contains an examination of consumer dissatisfaction in relation to the handling of operational irregularities at Swiss International Air Lines (SWISS). Its aim is to reveal influencing variables on the perception of irregularity handling and demonstrate the consequences of service failures in terms of passenger behavior. The focus lies on the understanding of subjective customer dissatisfaction. The study used a quantitative research method to collect and analyze primary data retrieved from responses to a questionnaire sent to passengers shortly after they had experienced an irregularity. The Statistical Package for Social Sciences (SPSS) was used for the quantitative data analysis. Empirical analysis revealed that damage arising from operational irregularities is prevalent and concluded that there is a critical need for SWISS to devote far more attention to recovery measures in order to minimize dissatisfaction. Worth noting is the fact that the overall perception of SWISS is still very positive and that disaffection arises mainly from a lack of information. The findings lead to the conclusion that opportunities for improvement have to be implemented equally for every component within the airline’s chain of services. At a higher
partner Company – Swiss International
level, this incorporates awareness and comprehension
Air Lines
measures, which should raise both customer acceptance
Swiss International Air Lines (SWISS) is the national air-
and foster more realistic expectations. Further restructur-
line of Switzerland, serving over 80 destinations from
ing is also needed to provide better care, assistance, and
hubs in Zurich, Basel, and Geneva. SWISS is part of the
problem-solving by employees involved in all service com-
Lufthansa Group and a member of Star Alliance.
ponents of the irregularity handling process.
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General Management
Masterarbeit